COEUR D'ALENE, Idaho, September 2026. Being noticed on a trade show floor packed with hundreds of new products is one thing. Being handpicked, tested, and written about by a national editor is another. That's what makes Oxyfresh's inclusion in Forbes' roundup, "The Most Interesting and Innovative Pet Products I Saw at SUPERZOO 2026," such a meaningful moment for the brand.
Forbes contributor Emmy Favilla, an editor who has covered pet care for the past decade, walked the floor of SUPERZOO, North America's largest pet retail event, checking out hundreds of products firsthand. Out of that crowded field, she singled out Oxyfresh's brand-new Advanced Dental Powder as one of the products worth sharing with readers, under the heading "A Cleaner Alternative for Oral Health and Fresh Breath."
Tested, Not Just Talked About
Favilla didn't just take Oxyfresh's word for it. She took the powder home, mixed it into her own dog's food for over a week, and reported back with results, calling it out for its triple-biotic (prebiotic, probiotic, and postbiotic) formula designed to balance oral bacteria, support gum health, and help prevent plaque and tartar buildup. She also noted that Oxyfresh's formula stands apart from other dental powders on the market by skipping commonly used ingredients like sodium hexametaphosphate and kelp, avoiding the excess iodine concerns that can come with them, while including cranberry for urinary health, pumpkin for digestion, and shiitake for immunity.
"Getting picked up in a roundup is one thing, but getting tested by an editor who actually lives with pets and writes about what she experiences is a different level of validation. We built our Advanced Dental Powder to be a gentler, smarter option for pet parents who want more than a masked odor, and hearing that it delivered noticeably fresher breath after just over a week tells us we're on the right track."
— Melissa Gulbranson, President
About the Feature
- Publication: Forbes ("The Most Interesting and Innovative Pet Products I Saw at SUPERZOO 2026")
- Author: Emmy Favilla, Forbes contributor and pet care editor
- Published: September 3, 2026
- Product Featured: Oxyfresh Advanced Dental Powder, a triple-biotic formula for dogs and cats
- Selection Process: Chosen independently by the editor after firsthand testing and observation at SUPERZOO 2026, not a submission-based award or paid placement
Members of the media interested in interviews with the Oxyfresh team are encouraged to contact Oxyfresh@goodappleprny.com.
About Oxyfresh
At Oxyfresh, we believe every pet deserves a longer, healthier life, every pet parent deserves solutions they can trust, and every team member deserves the pride that comes from creating meaningful impact. That's why we're on a mission to inspire a better life for every pet, bring joy to their hoomans, and have fun achieving big things along the way.
For more than 30 years, we've been creating Damn Good Pet Care by combining the best of proven science and thoughtfully selected natural ingredients to develop safe, effective solutions that fit effortlessly into everyday life. From award-winning dental care to innovative wellness products, everything we create is designed to help pets thrive and make life a little easier, and happier, for the people who love them.
We're also not your typical pet care company. We believe pet care should have personality. That's why our brand is fun, relatable, and always in it with pet parents through every tail wag, muddy paw print, sloppy kiss, and goofy antic. Because caring for pets isn't just what we do, it's who we are.
Featured by Newsweek, HuffPost, BuzzFeed, Apple+, Forbes, Modern Dog, and Modern Cat, Oxyfresh is building the future of pet oral health... one tail wag, belly rub, and healthier smile at a time.
